This Free Life is a social branding campaign that works to prevent and reduce tobacco use among young adults who identify as lesbian, gay, bisexual, and transgender (LGBT).
We activated at numerous community events in the Twin Cities; including LGBT nightclubs, concerts, pride celebrations, and other social events. Activations were fun and social, and included drag shows, lip sync battles, bowling, t-shirt stations, drag brunches, and more!
Information was shared through iPad interactions that featured trivia questions, influencer videos, photo stations, fun facts, and branded swag. Our crew mirrored the demographic that we were reaching out to, enabling the conversations to be authentic and impactful. LGBT influencers were a prevalent part of This Free Life, and a key component in changing behavior.
Over the course of 68 events, we interacted with over 14,000 young adults, resulting in over 55,000 tobacco messages being delivered! Independent studies show that This Free Life online metrics surpassed its benchmark of 75% reach and 15X frequency quarter over quarter, which is a proven metric of behavior change!